California, USA – Global customer data company Tealium has recently announced new features in its customer data platform (CDP), Tealium Features, which allows customers to connect to custom destinations, transform data, automate workflows, and launch new use cases faster with simple code.
Specifically, Tealium Features can aid customers through building or customizing integrations to connect to custom destinations and transforming real-time streaming data prior to activation to ensure that it is in its most usable format across the tech stack. In addition, it also aids in automating workflows to minimize repetitive, time-consuming tasks and increase high-scale efficiency and quickly connect customers to external datasets to leverage critical data that lives outside of a business’ CDP.
“We pioneered this type of customization capability in the market when we introduced extensions in Tealium iQ Tag Management and Tealium Functions brings the same customization flexibility to our server-side products,” said Mike Anderson, CTO and founder at Tealium.
Tealium iQ Tag Management pertains to one of the systems of Tealium, which aids customers to take in charge of their marketing technology implementations, which in turn eases the deployment of new vendor tags and makes edits to existing ones.
“Most of the customer experience is digital but the ecosystem of data and technologies powering these experiences are rarely based on a single platform. To keep the entire journey connected, businesses need more flexibility and options from their customer data platform (CDP) to quickly build custom ‘just for me’ integrations, automations and transformations for their unique application stack and use cases,” the company said in a press statement.
Today, Tealium Functions is generally available for Tealium’s other services such as EventStream API Hub and AudienceStream CDP customers enabling them to create custom functions for data destinations and integrations. Later this year, Transformations in Tealium Functions will be available to further expand customization capabilities and allow customers to create functions at the point of data collection to transform, modify, or validate events before processing.
“With Tealium Functions, our vision is to eventually enable customers to create a customization layer that can be used at any point of the data lifecycle so they can truly identify and address their most complex business needs,” Anderson concluded.
